Tuesday, October 14, 2014

Political Ads Grab 20% of Sept. Cable TV Spend

With $1 of every $5 spent on cable TV advertising in September dedicated to political ads, at least per independent cable ad rep firm Viamedia, cable fans are seeing their usual beer and insurance ads pushed aside by midterm election messages this year. As reported recently by The Fix. The Washington Post political blog, the share of political ad revenue is way up this year in Viamedia stats -- compare September's 20.5% share for political ads with the 13% share of four years ago -- and still growing. Why the cable blitz? Viamedia theorized to The Fix that not only has easing of campaign finance restrictions pulled more money into political ad spending but also that data technology for cost-effective, narrow targeting of cable audience, especially geo-targeting, is drawing dollars away from broadcast. As proof of the current tightly targeted TV ad effort, Viamedia notes that just 16 channels comprise 92% of its political ad revenue in 2014. To see the cable networks leading in political ad share across 30 Viamedia markets, check out http://www.washingtonpost.com/blogs/the-fix/wp/2014/10/08/1-of-every-5-spent-on-cable-tv-ads-in-september-was-political-per-one-firm/

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